What’s on the minds of leading marketers?

Every year Mezzanine compiles two industry reports: “The View from the Mezzanine” and “Top Picks”.

The View from the Mezzanine - Annual Report (TVM) is published annually in January and is a review of trends in marketing and market intelligence based on the work Mezzanine delivered for over 100 leading marketers the previous year. 

This report is a must-have for executives responsible for product development, marketing planning and market research. Click here to receive a copy when you sign up for our quarterly TVM update.

Top Picks is updated regularly and presents a current listing of the projects most in demand by leading marketers. Our latest update is below. 

2007 Top Picks

In 2007, three new projects have reached high demand among marketers, demonstrating the importance of brand, customer retention and B2B customer acquisition. The three projects are: 

· Brand Perception Assessment
· Client Satisfaction Assessment
· B2B Client Acquisition Tools

1. Brand Perception Assessment

Why is it popular? 

“I’m a product manager for a medical device and am responsible for increasing sales I had some ideas on what our buyers thought of our brand and how that was affecting sales, but I needed not just anecdotal evidence but some valid data to support to senior management the major changes I felt necessary.”

“I was recently promoted to Director of Partner Marketing. Channel partners are very important for educating consumers on our product and I needed to understand their perceptions of our brand and what they were saying to consumers about us.” 

What is it? 

A Brand Perception Assessment independently quantifies the perception that buyers and channel partners have of your brand. By engaging with your target customers (B2B or B2C) and channel partners, we identify what they think of your brand and your competitors’ brands on a variety of key parameters. We identify what factors most impact their purchase decisions, and where you may be able to make changes to enhance perception of your brand. 

How does it help you? 

A Brand Perception Assessment quantifies the market’s perception of your brand. It removes assumption and establishes a benchmark from which you can enhance or modify the perception of your brand. It identifies weak areas that you can address through product development, marketing or training. Evaluate your brand position in the eyes of your buyers, and how that brand perception impacts your success. 

Want to learn more? 

For more information on a Brand Perception Assessment, click here.
To talk to a Brand Perception Assessment expert, click here.



2. Client Satisfaction Assessment

Why is it popular? 

“As a business grows it’s more difficult for senior management to know what’s on the minds of our clients and if we’re doing as good a job as we think we are. This process helps us know we’re moving the needle in the right direction.” 

“We are in a competitive market and a few years ago had problems with customer defection. Now we have an ‘early warning system’ through this customer satisfaction process that identifies issues before they become problems. It’s proven to be a great PR tool too.”

What is it? 

A Client Satisfaction Assessment impartially measures how your client base views your services and products, determines what elements of your service or products matter to them, and identifies opportunities and potential problems. We use a proven methodology and combination of qualitative and quantitative tools to quantify client satisfaction on a longitudinal basis. 

How does it help you? 

A rigorous, sustained client satisfaction assessment leads to increased customer retention levels. The Process is also a powerful differentiating factor, as it demonstrates to your clients your commitment in continually monitoring and improving your services.

Want to learn more? 

For more information on a Client Satisfaction Assessment, click here.
To talk to a Client Satisfaction Assessment expert, click here.

B2B Client Acquisition Tools

Why are B2B Client Acquisition Tools popular? 

“I want my sales reps to each sell $1M next year, and I need to give them better tools to make that happen.” 

“Lately our sales reps have not been able to penetrate new accounts and we are losing share because our competitors are doing a better job of demonstrating the value their services will provide to customers.”

What are B2B Client Acquisition Tools? 

B2B Client Acquisition Tools help your sales team secure new clients. There are two kinds – tools that open the door to new clients, which often involve an evaluation of your company’s prospective process combined with Thought Leadership tools that help you demonstrate expertise to your target market, and ROI Calculators. 

How do they help you? 

B2B services and products have become more complex, and decision-makers harder to reach. As a result, B2B sales professionals, need more effective tools to open the door to and acquire new clients. These tools help your team open the door to new clients and enjoy more successful prospecting. 

Want to learn more? 

To receive a whitepaper on developing Client Acquisition Tools, click here.